Bitget Experience Optimization

Background

Our users frequently encounter challenges when trying to learn a suite of related products due to significant differences in their appearance and functionality. This issue has been known for a considerable period, yet our company has not provided a strategic approach to address it.

The initiatives aimed at rectifying these fragmented experiences have been described in ambitious yet somewhat generic terms, such as "common look and feel," "unified online experience," and "unified look and feel.

 

Following the steps outlined in the image above, Cody took the lead in the design team and influenced the partner team to consistently identify and address this problem.

Starting from the second half of 2023, the company began prioritizing experience optimization. Cody recognized this as a significant opportunity and ideal timing for the design team to expand its impact.

During this period, I led the design team in executing a series of design initiatives.

 

In addition to the Bitget new brand and visual system update, Cody also dedicated significant effort to improving the design infrastructure.

This included, but was not limited to, gathering user scenarios.

 

Including but not limited to unified the design mojo based on user scenarios.


 

By following these steps, we try to push the experience to next level.

  1. Collecting user scenarios.

    1. e.g. User creates a trading bot, user may check the trading bot order.

  2. Review the design pattern.

  3. Picking inconsistent UI mojo.

  4. Redesigning the mojo.

  5. Delivering the guideline and usage suggestion for those UI mojo.

 

Cody led the design team in sharing the issues we collected across feature teams. We delivered guidelines and usage suggestions to product managers and R&D teams.

 

Furthermore, Cody continuously led the design team to gain a deeper understanding of users by fostering strong relationships with the User Research and Data Analysis teams.

Successfully accessing user data and participating in user interviews, the design team extensively reworked nearly all the features.

This involved evaluating the current products against the users' needs and goals and seeking ways to streamline processes and simplify design patterns.